Asia Marketing Federation

What Asia Marketing Federation does

Asia Marketing Federation (AMF) is a non-profit federation and collaboration platform for national marketing associations across Asia, originally founded in 1991 as Asia Pacific Marketing Federation (APMF) and rebranded to AMF in 2007. It is governed by its member national marketing associations (NMAs) and is led by Founder Hermawan Kartajaya and President Jack Xin Yao, with a secretariat based in Jakarta, Indonesia (at ENABLERSPACE). As of 2026, AMF represents 19 member NMAs spanning Bangladesh, Cambodia, China (CCPIT), Hong Kong, Indonesia, Japan, Korea, Macau, Malaysia, Mongolia, Myanmar (MIMA, the newest member), Nepal, Philippines, Singapore, Sri Lanka, Chinese Taipei, Thailand, and Vietnam.

AMF's core offerings are events, publications, awards, and professional certification. Its flagship events include the annual ASEAN Marketing Summit (now in its 11th edition), the World Marketing Forum (drawing 500+ invitees from academia, business, and government), the International Symposium, the Board of Management Meeting, and the Annual General Meeting. Recognition programs include the Asia Marketing Excellence Award (AMEA) and the Youth Women Netizen (YWN) Award, both recurring annually since at least 2023. Thought leadership is delivered through the AMF Journal (5th edition) and the Certified Professional Marketer (CPM) certification, with the latter now linked to CIM's global qualifications via a November 2025 partnership.

AMF's business model is a non-profit federation structure supported primarily by recurring membership dues from its 18-19 NMAs, supplemented by event registration fees, certification revenue, and awards program participation. It pursues no equity funding and has no parent company. Distribution is executed through the NMA network itself, with each member association serving as the country-level channel for AMF programs, events, and certifications. Recent strategic moves include the launch of the World Marketing Council with EMC and AFC (November 2025), partnerships with CIM and the New Zealand Marketing Association, and pursuit of ISO technical committees on digital marketing.

Name

Asia Marketing Federation

Legal name

Asia Marketing Federation

Website

https://asiamarketingfederation.org

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

1–10 employees

Short description

Asia Marketing Federation is a Jakarta-headquartered non-profit federation of 18-19 national marketing associations across Asia, offering events (ASEAN Marketing Summit, World Marketing Forum), awards, the AMF Journal, and CPM certification to its member NMA ecosystem.

Ownership category

akta.pro rank

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Dues: AMF generates revenue through membership dues from its 18 national marketing association members across Asia.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Asia Marketing Federation (AMF) is a non-profit collaboration platform that unites national marketing associations across Asia. It delivers a portfolio of services including flagship events (ASEAN Marketing Summit, World Marketing Forum), professional certification (Certified Professional Marketer), industry awards (AMEA, YWN), and the AMF Journal publication, supported by its network of 18 member national marketing associations.

Product overview

Asia Marketing Federation (AMF) operates as a collaboration platform for national marketing associations across Asia, offering a portfolio of events, publications, awards, and professional certifications. The core offerings include the ASEAN Marketing Summit and World Marketing Forum (flagship annual conferences), the AMEA and YWN awards (recognition programs), the AMF Journal (thought leadership publication), and the Certified Professional Marketer certification. Additional offerings include Board of Management Meetings, International Symposiums, Annual General Meetings, and a Resource Portal for member associations. The organization evolved from Asia Pacific Marketing Federation (APMF) in 1991 to AMF in 2007, currently representing 19 national marketing associations.

Differentiator

Problem solved

Functional benefit

Products and services

• ASEAN Marketing Summit Annual premier conference gathering marketing experts and professionals from across the ASEAN region, featuring renowned speakers sharing insights and strategies on the latest marketing trends.
• World Marketing Forum Exclusive annual event for global marketing professionals that brings together around 500+ invitees from academia, business, and government for discussions on the latest marketing developments and sharing of best practices.
• AMEA (Asia Marketing Excellence Award) Prestigious annual award recognizing outstanding achievements, innovation, and leadership within the Asian marketing community.
• YWN (Youth Women Netizen) Award Award recognizing the voices of emerging young women in the digital space and their contributions to marketing and digital engagement.
• AMF Journal Academic-industry exchange publication showcasing research insights, case studies, and thought leadership from marketing experts across the region, currently in its 5th edition.
• Certified Professional Marketer (CPM) Professional certification program for marketers offered by AMF to validate expertise and advance professional development.
• Board of Management Meeting Annual strategic meeting bringing together representatives from national marketing associations across Asia for discussions, collaboration, and sharing insights into the evolving marketing landscape.
• AMF International Symposium International symposium bringing together marketing leaders and professionals from multiple countries to explore evolving marketing landscapes and the intersection of creativity, technology, and empathy.
• Annual General Meeting Annual meeting for reviewing NMA performance, discussing work programs, and setting future directions for the federation.
• Resource Portal Online resource platform providing marketing resources, tools, and materials for member national marketing associations across Asia.

Quantifiable outcome

• 18 national marketing associations representing countries across Asia
• +2 more outcomes

Named customers18 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and strategic.

• The Chartered Institute of Marketing (CIM)coreStrategic or Co-development Partner · 14 November 2025Signing ceremony took place at AMF Annual General Meeting 2025 in Colombo, Sri Lanka. The partnership establishes a collaborative pathway for enhanced professional development and regional impact, linking AMF's certification programs with CIM's global marketing qualifications.
• World Marketing CouncilcoreStrategic or Co-development Partner · 13 November 2025Launched on November 13, 2025 in Colombo, Sri Lanka, the World Marketing Council represents a landmark collaboration between AMF, European Marketing Confederation (EMC), and African Marketing Confederation (AFC). This initiative positions AMF as a pivotal player in shaping global marketing standards and fostering cross-regional collaboration.
• New Zealand Marketing AssociationcoreStrategic or Co-development Partner · 1 May 2025MOU signed in May 2025 to strengthen collaboration and knowledge sharing between AMF and New Zealand's national marketing association, expanding AMF's reach beyond core Asian markets.
• African Marketing Confederation (AMC)coreStrategic or Co-development Partner · 1 January 2024Partnership agreement signed during AMF's Board of Management meeting in Yogyakarta, Indonesia. The collaboration marks a significant step toward strengthening marketing initiatives across the African continent and represents AMF's expansion into Africa.
• Asia Marketing Council (AMC)coreStrategic or Co-development PartnerAMF is working with the Asia Marketing Council to build the World Marketing Council (WMC), expanding from Asia to the world through robust collaboration mechanisms.
• European Marketing Confederation (EMC)coreStrategic or Co-development PartnerAMF collaborates with EMC to establish the World Marketing Council (WMC), building global network and facilitating cross-regional collaboration in marketing standards and practices.
• ISO (International Organization for Standardization)strategicStrategic or Co-development PartnerAMF aims to establish ISO technical committees on digital marketing and contact centers, positioning AMF as a pivotal player in shaping global marketing standards. Engagement with ISO promotes global connections and advances international marketing standards.
• Markplus Inc.strategicStrategic or Co-development PartnerIndonesia's premiere and pioneering marketing consulting company, co-founded by Hermawan Kartajaya. Serves as the organizing partner for major AMF events including ASEAN Marketing Summits.
• APEC (Asia-Pacific Economic Cooperation)strategicStrategic or Co-development PartnerAMF Secretary-General participated in APEC Services Competitiveness Roadmap (ASCR) Annual Dialogue in Jeju, Korea (May 2025), engaging in discussions on regulatory frameworks, digital services, and inclusive growth through services trade.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• European Marketing Confederation: A regional federation of marketing associations, matching AMF's model of connecting national bodies, sharing knowledge, and coordinating industry activity.
• American Marketing Association: A broad professional marketing association with education, certification, events, and publications. It is comparable in serving marketers and advancing professional standards across a large member community.
• World Marketing Council: A global marketing council launched by AMF with the European and African marketing confederations. Its cross-regional convening and standards orientation makes it the closest direct peer to AMF's federation model.
• African Marketing Confederation: A regional marketing-association confederation with a comparable federation structure and cross-country collaboration remit.
• Chartered Institute of Marketing: A professional marketing body offering qualifications, professional development, and industry recognition. It is comparable to AMF's CPM certification, knowledge-sharing, and standards-oriented role.

Regional players

• Marketing Society: A membership organization for senior marketers that runs networking, events, and recognition programs. It is comparable to AMF's community-led model, although it is UK-focused rather than pan-Asian.
• Data & Marketing Association: A national marketing and data association focused on direct marketing, standards, and professional services. It overlaps with AMF's professional-development and industry-recognition activities but serves a different geography.

Broad incumbents

• World Federation of Advertisers: A global organization representing major marketers and promoting effective, responsible marketing. It is comparable in convening and standards leadership, but its corporate-member focus differs from AMF's national-association model.
• International Advertising Association: A global advertising and marketing industry association with a multi-country professional network and industry events. It is broader and more advertising-centric than AMF, but overlaps in convening and professional representation.

Others

• Internet Advertising Bureau: A global digital-advertising standards and industry body with research, events, and policy work. It is adjacent rather than direct because it focuses on the digital advertising ecosystem.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCiJA2DpcogcYIUJ2Pny5Etg
• Facebookfacebook.com/asiamarketingfederation
• LinkedInlinkedin.com/company/asia-marketing-federation

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asia Marketing Federation